- PhD., Computer Science (Artificial Intelligence and Diagnostics)
- MSc., Applied Mathematics (Mathematics and Cybernetics)
- BSc., Control Systems
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- Member, Canadian Public Relations Society
- Member, Public Relations Society of America
- Member, Canadian Ethnic Media Association
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More than ten years of experience in developing Communication Management and Collaboration Management systems
for one of the largest Canadian financial institution.

Email: peter.tsykov@gmail.com

Summary

This approach provides clients an integration framework which allows them to combine their current practices with new
advanced methods for measurement and evaluation of the human communications.

Our company organize the whole communication process (Planning, Messaging, Monitoring, Measuring,
Managing). Clients only have to create their own content .

Abilities & Advantages

Observability

providing a big picture of the communicated content with the use of hierarchical categorization;

Three initial statements of the New Approach for measurement and evaluation:
- values is what is considered important, interesting, or desirable to the individual at the moment of communication, making decision or taking an action;
- preferences reflect what is more or less important, interesting, or desirable to the individual;
- the most probable behavior of the individual goes from more preferable to less preferable items, and this is what an organization promote.

Gradient of values can generate self-organizing processes producing communities, flash mobs,
and various social groups of interests.

We are looking for partners who want to develop commercial products to advance functionality, improve performance and diversify
services for organization press-offices, PR and marketing agencies, election campaign offices, news media
channels and social networks, by implementing the unique technology for human communication measurement and management.

And we are looking for clients who want to:
- capture new opportunities with new holistic measurement technology,
- communicate to thoroughly diversified audiences appealing to all five human senses,
- extend human limits in comprehension and control of human communications,
- advance the total quality of your communication impact by generating self-organising processes inside of your audiences.

8. Cognitive ScienceCognitive state can be best described simply as
a state of mind.
Examples of cognitive states: interestedness,
rediness, trust, curiocity, confusion,
preoccupancy, involvement, bafflement, etc.
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9. Joseph Overton, Window TheoryThe Overton window, also known as the window of
discourse, is the range of ideas the public will accept.
The Overton's degrees of acceptance of public ideas
are roughly: Unthinkable – Radical – Acceptable –
Sensible – Popular – Policy.
The theory provides one very effective example of the
cognitive funnel.
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10. Crowd manipulationCrowd manipulation is the intentional use of
techniques based on the principles of crowd psychology
to engage, control, or influence the desires of a
crowd in order to direct its behavior toward a specific
action.
It is used on a daily basis by mass-media, politics,
schools, speakers, writers, etc.
Once you know the method it looses its power over you.
Its easier to manipulate those who are unaware.
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11. Antonio Gramsci, Theory of HegemonyThe basic premise of the theory of hegemony is
that human is not ruled by force alone, but also
by ideas (read also attitudes, opinions, and
motives).
Develop cultural hegemony. How to compare and
provide dominance of your system of values.
Cultural identity crisis.
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12. Abraham Maslow, Theory of Human MotivationMaslow's hierarchy of needs is a theory in psychology
proposed by A. Maslow.
Maslow subsequently extended the idea to include
his observations of humans' innate curiosity/interest.
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13. Theory of Fuzzy SetsFuzzy decision-making and control
Fuzzy statement of the problem provides a unified
form of presenting control restrictions and inputs.

This model allows to put organization PR activity
and audience reactions into the close loop of control.
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14. Theory of Subjective ProbabilitySubjective probability is a probability derived
from an individual's personal judgment about
whether a specific outcome is likely to occur.
Subjective probabilities contain no formal
calculations and only reflect the subject's
opinions and past experience.
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15. CyberneticsCybernetics and Society
Norbert Wiener: "The Human Use of Human Beings"
In Cybernetics everything – machines, oganizations,
cities, even the human mind – can be seen as a
system, a balanced network of things connetcted by
information flows.
Second-order cybernetics allows to investigate
self-organizing capabilities of the complex systems
(like society, flash mob, community).
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16. Theory of InformationValue of information – conditional amount
of information. Condition assumes the existence of
some goal.
Information theory studies the quantification,
storage, and communication of information. It was
originally proposed by Claude E. Shannon in 1948
to find fundamental limits on signal processing
and communication operations such as data compression,
in a landmark paper entitled "A Mathematical Theory
of Communication".
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17. Predictive AnalyticsThis is a technology that learns from experience
to predictthe future behavior of individuals in order
to drive better decisions.
Eric Siegel, Predictive Analytics: The Power to Predict
Who will Click, Buy, Lie or Die.
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18. Theory of EvolutionEvolution brings the implication of incremental and
gradual change that comes from within, rather than
being directed from without.
Change in human institutions and habits, developing
communities (using social media) are examples of
evolution around us.
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19. Smart CitiesSmart Cities are places where information technology
is wielded to address problems of the physical
world and information space around urban
population.
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24. ThermodynamicsAlmost all systems found in nature are not in
thermodynamic equilibrium.
Physical gradients of property (in non-equilibrium
thermodynamics) may initiate self-organizing
processes with local decrease of entropy.
Physical gradient (of energy, pressure, concentration,
temperature) may have a cognitive analog as gradient
of value (interests, attitudes, opinions, motives).
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